Mediations: Philip Young

Mediations comments on public relations theory and practice, with an emphasis on social media and communication ethics. Philip Young is project leader for NEMO: New Media, Modern Democracy at Campus Helsingborg, Lund University, Sweden. All views expressed here are personal and should not be seen as representing Lund University or any other organisation.

Sequential vs Simultaneous multi-screen storytelling

Last summer Google Think released a report detailing the prevalence of multiscreening. Beginning from the position that 90pc of media consumption (among a US sample) takes places on screen, the report highlights the complex ways in which people shift from device to device, creating new and disruptive dynamics for storytelling, and creating 'found' time, where extra activities fill what used to be gaps in viewing experience.

Much of the paper concentrates on the need for developers and marketers to ensure smooth transition between devices - ie synching shopping baskets across devices, using log ins and idents etc - but it should also prompt message creators to think more carefully about the challenges of fragmented narratives.

The report says:

The prevalence of sequential usage makes it imperative that businesses enable customers to save their progress between devices. Saved shopping carts, signed-in experiences or the ability to email progress to oneself helps keep consumers engaged, regardless of device used to get to you.

During simultaneous usage, content viewed on one device can trigger specific behavior on the other. Businesses should therefore not limit their conversion goals and calls to action to only the device where they were initially displayed.

Most of the time when TV is watched, another screen is being used. These instances present the opportune time to convey your message and inspire action. A business's TV strategy should be closely aligned and integrated with the marketing strategies for digital devices.